How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

IF 3.8 Q2 MANAGEMENT TQM Journal Pub Date : 2023-05-11 DOI:10.1108/tqm-12-2022-0364
T. Natarajan, Deepak Ramanan Veera Raghavan
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引用次数: 6

Abstract

PurposeThe post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.FindingsThe results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.Research limitations/implicationsThe sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.Originality/valueThis study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.
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综合店铺服务质量如何促进全渠道购物者口碑行为:感知关系投资和购物者感知价值的调节作用
目的全渠道购物者的购买后行为反应仍然研究不足,他们主要依赖实体店(被认为是提供无缝购物体验和满足购物者动态需求的关键渠道)。本文的目的是研究综合商店服务质量(ISSQ)如何有助于获得更优化的购物体验(认知、情感和关系),并对购物者对商店的心理所有权产生后续影响,从而产生(面对面、在线和社交媒体)口碑(WOM)。设计/方法论/方法该研究是描述性、定量和横断面调查。采用有目的的抽样技术来选择研究对象。这些数据是通过一份经过验证的自我管理问卷从786名印度全渠道购物者中收集的。使用偏最小二乘结构方程模型对所提出的概念模型进行了测试。研究结果表明,全渠道顾客体验的三个维度(认知、情感和关系)都对ISSQ和心理所有权之间的关系起到了正向中介作用,从而影响了全渠道购物者的三种口碑行为(面对面、网店和社交媒体)。顾客对商店的感知价值和他们对零售商关系的感知投资显著调节了ISSQ与不同口碑行为(面对面、网店和社交媒体)之间的关系。本研究还展示了ISSQ对口碑的直接影响,以及通过不同的客户体验维度和心理所有权产生的间接影响。研究局限性/含义研究中使用的样本不是概率性的,因此,对推广结果的可能性存在局限性。这项研究是在印度背景下采用横断面方法进行的;有必要进行纵向调查。独创性/价值这项研究解决了调查全渠道客户体验不同维度的需求,这些维度可能会影响各种购买后行为反应。本研究首次表明,ISSQ可能通过不同的顾客体验维度和顾客对商店的归属感影响全渠道购物者的线上、线下和社交媒体口碑行为。顾客对零售商的感知价值和他们对零售商投资关系的感知对所提出的假设的调节作用也得到了检验,以提供管理建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
TQM Journal
TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍: Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.
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